Brushing aside the competition

Colgate–Palmolive had been playing second fiddle to Procter & Gamble’s Crest brand in the US dental care market for over 30 years. It was time to shoot for the number one slot.

We brought all our expertise in advertising communications to bear on the challenge. After analysing over 5,000 ads we know what works and what doesn’t, and we know that innovative products can fail if the communications strategy is wrong.

Using pre-testing and extensive analysis of open-ended questions, we helped Colgate find the winning formula. It took the number one slot in the world’s biggest market and we won a David Ogilvy Award.